Public Relations & Social Media Insight

...Television is undergoing an analogous transformation. Although we sometimes watch with family or friends, we mostly experience TV in relative social isolation. We are disconnected from most of the people watching with us, deaf to the roar of the crowd during a game or the laughter of the audience after a punch line. We have learned to suppress our urge to talk about what moves us, settling instead for chance meetings at the water cooler the day after.

But all that has changed with the sudden rise of realtime social media, particularly Twitter. Just in the United States, tens of millions of people are talking to each other as they watch TV. This year's Super Bowl alone spurred over 24 million tweets. After 80 years of sequestered viewing, television audiences worldwide have forged Twitter into a social soundtrack for TV. If you are not part of the soundtrack yet, chances are that you will be soon....